Face-to-Face Omnibus (Capibus)

Ipsos Face-to-Face Omnibus offers the most representative sample of a population. This shared survey vehicle collects extensive background information on the respondent and the household; covering everything from standard demographics through to consumer shopping behaviour and device ownership. All of this information is available, either for targeting your questions on particular respondents or for profiling your results.

Result deliveryFindings can be delivered as little as 10 days after questionnaire agreement. Your results are supplied as electronic computer tables, a summary report, interactive database or as a presentation.

Case studies

The Ipsos MORI Issues Index was first asked in September 1974, and since then has consistently tracked British attitudes to issues facing the country. The project is conducted by Ipsos MORI in partnership with the Economist. The project is one-of-a-kind, with access to data on the biggest issues facing the country for the last 40 years. The questions are currently asked on Capibus; Ipsos MORI’s face-to-face omnibus survey to a sample of around 1,000 people per month. The questions are spontaneous - i.e. respondents are not prompted with any answers in order to give the most accurate reflection of what the major issues facing Great Britain are. Results are published in collaboration with the Economist magazine and are widely reported in the UK media every month. The Issues Index tracks the changing attitudes of the British public over 40 years.

To support an investigation into major supermarket pricing tactics, the BBC needed to collect primary data from a nationally representative sample about consumer purchasing behaviour when faced with special offers and different types of pricing tactics. Using Capibus, Ipsos MORI’s face-to-face omnibus, 1,546 main grocery shoppers were interviewed about their trust in discounts and promotions, how these affected their shopping habits and if they had ever noticed discrepancies in their till receipts. Data from the survey was used in the documentary to support discoveries on the prevalence of certain pricing tactics and to provide insight into the impact of these tactics on consumers. It was further cited in the wider press as the story was picked up in the news cycle.

The Vegan Society needed a reliable population estimate for “true” veganism in Great Britain, something not collected in any existing surveys. This had to be objectively measured to prevent over-statement by people mis-identifying themselves as vegan. Population exclusions and skews eliminated online and telephone as an option. A large starting sample was also required for statistical reliability. To achieve this effectively within a reasonable budget, Ipsos MORI used Capibus, the face to face omnibus to interview nearly 10,000 GB adults 15+ about their diet over 5 weeks. The survey found that around 1.5%, or 550,000 people in the UK objectively follow a fully vegan diet, forgoing all forms of animal product. The results also identified a contradiction between whether people do follow a vegan diet and whether people believe they follow a vegan diet.